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The Contribution of Culture to Creativity in the EU and Regional Dimensions of Creativity

The Contribution of Culture to Creativity in the EU and Regional Dimensions of Creativity. AER Breakfast briefing on Creativity and Culture Brussels, 15 June 2009. MAIN TOPICS OF THIS PRESENTATION.

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The Contribution of Culture to Creativity in the EU and Regional Dimensions of Creativity

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  1. The Contribution of Culture to Creativity in the EU and Regional Dimensions of Creativity AER Breakfast briefing on Creativity and Culture Brussels, 15 June 2009

  2. MAIN TOPICS OF THIS PRESENTATION • Re-introduction of key concepts and findings regarding the cultural and creative industries in Europe • Some background information on European policy developments in relation to the sector • Overview of KEA’s most recent study concerning the contribution of culture to creativity in the European Union • Our thinking concerning the regional dimension of creativity and the cultural and creative industries

  3. BACKGROUND AND EU POLICY DEVELOPMENTS

  4. Industrial Design CREATIVE INDUSTRIES AND ACTIVITIES Education Consumer Electronics CULTURAL INDUSTRIES Film and Video Performing Arts Books and Press User Generated Content CORE ARTS FIELDS Tourism Advertising Luxury brands Visual Arts Fashion Design Heritage Video Games Television and Radio Music Telecommunic-ations Design Software Architecture RELATED SECTORS

  5. ECONOMIC CONTRIBUTION OF THE ECONOMY OF CULTURE IN EUROPE TURNOVER  The sector turned over more than €654 billion in 2003 • Car manufacturing industry was € 271 billion in 2001. • ICT manufacturers was € 541 billion in 2003 (EU-15 figures) VALUE ADDED TO EU GDP  The sector contributed to 2.6% of EU GDP in 2003 • Real estate activities accounted for 2.1% • The food, beverage and tobacco manufacturing sector accounted for 1.9% • The textile industry accounted for 0.5% • The chemicals, rubber and plastic products industry accounted for 2.3% CONTRIBUTION TO EU GROWTH  The sector’s growth in 1999-2003 was 12.3% higher than the growth of the general economy. EMPLOYMENT  In 2004 5.8 million people worked in the sector, equivalent to 3.1% of total employed population in EU25. Total employment in the EU decreased in 2002-2004, employment in the sector increased (+1.85%).

  6. EU COMPETENCES AND POLICIES IN RELATION TO THE SECTOR • Article 151 of the EC Treaty • The European Agenda for Culture • OMC on creative industries and innovation • Cultural stakeholder platforms (Potential of cultural and creative industries) • Green paper on creative industries (beginning 2010)

  7. STUDY ON THE CONTRIBUTION OF CULTURE TO CREATIVITY

  8. INTRODUCTION TO THE REPORT • Commissioned by the EC to help inform a currently emerging “creativity strategy” at EU level • to better grasp the notion of creativity as well as the various factors that can stimulate it • to have a better understanding of the contribution of culture to creativity • to better understand the links between factors that stimulate creativity and culture • The study examines these issues in relation to economic and social objectives

  9. CULTURE-BASED CREATIVITY ARTISTIC SKILLS (TECHNICAL EXPERTISE) LATERAL THINKING SKILLS CULTURE-BASED CREATIVITY A CONDUCIVE ENVIRONMENT

  10. HOW CULTURE-BASED CREATIVITY CAN LEAD TO INNOVATION Features of culture-based creativity that lead to innovation: Affect/ Passion Aesthetics Spontaneity Intuition Memories Imagination Generated values: Community Values Disruption New vision Differentiation Intangibles

  11. CONTRIBUTION OF CULTURE-BASED CREATIVITY TO BUSINESS STATEGIES • Product innovation • BrandingIdentity, image, values • Human ResourcesDesign ManagementArtists in residenceLeadership • Communication Creativity 

  12. CONTRIBUTION OF CULTURE BASED CREATIVITY TO SOCIAL INNOVATION • Promote social cohesion • Community regeneration • Innovation in public services (health, criminial justice). Creativity 

  13. CASE STUDIES ON SOCIAL INNOVATION

  14. CASE STUDIES: HEALTH CARE AND COMMUNITY MEDIA Case study: Culture à l’hôpital en Rhône-Alpes • Illustrates how a range of arts-based interventions can reform healthcare delivery by putting the patient’s experience at the heart of the hospital process. • Provides evidence of the deep structural and individual impacts the project had. Case study: Community Media & Regional Development • Shows how community media (CM) – media projects of non-professional members of the community – contributes to local regeneration and social inclusion. • Highlights the specific case of Radio Regen from Manchester and illustrates how it has played an important role in strengthening CM initiatives across the UK

  15. CONTRIBUTION OF ART AND CULTURE TO STIMULATE CREATIVITY THROUGH LEARNING • Stimulate divergent thinking • Promote social integration and mobility. • Encourage learning Learning through Art 

  16. CASE STUDY: REGGIO EMILIA (I)

  17. CASE STUDY: REGGIO EMILIA (II) • Early childhood education, world-renowned for its pedagogical approach, emphasising creative learning • Focuses on enriching the experience of the child through concentration on their interest and creative expression • Schools have their ‘atelier’, their art studios, where ‘atelieristas’, professional artists, work with the pupils • The key to this approach is that children’s creative activities are taken seriously and reflected upon by teachers

  18. BASELINE POLICY RECOMMENDATIONS • Raise awareness about culture as an important resource of creativity • Mainstream culture-based creativity in policies to foster innovation • Re-direct existing financial resources or create new programmes to stimulate creativity • Brand Europe as the place to create • Question and tailor regulatory and institutional frameworks to support creative and cultural collaboration

  19. EU SUPPORT TO CREATIVITY AND INNOVATION IN € BILLION (2007 – 2013) Innovation: FP7: 53 CIP: 3.6 Structural Funds: 87 Total: 153.6 Culture based Creativity: CULTURE: 0.4 MEDIA: 0.7 Structural Funds: ? Total : less than 3 Structural Funds: € 347 billion

  20. TOWARDS BETTER MEASUREMENT: THE EU CREATIVITY INDEX Human Capital Institutional Environment Social Environment CREATIVITY OUTPUTS Openness and Diversity Technology

  21. LOCAL AND REGIONAL DIMENSIONS OF CREATIVITY

  22. KEY ISSUES • Culture-based creativity manifests relevance in cities and regions, where it touches on a range of different policy issues (local development, regeneration, social cohesion, integration, etc). • Culture can promote a city’s or region’s uniqueness, their local identity and strengthens social ties in the community. • It is increasingly considered as a key advantage to attract talents and innovative businesses (Richard Florida theory on “Creative Class”)

  23. THE LOCAL DIMENSION OF CREATIVITY Creativity - similarly to innovation - has a specific local dimension 1. The cultural and creative sectors depend on proximity 2. The sectors produce goods linked to cultural and linguistic preferences

  24. CREATIVE CLUSTERS • “ A creative cluster includes non-profit enterprises, cultural institutions, arts venues and individual artists alongside the science park and the media centre. Creative clusters are places to live as well as to work, places where cultural products are consumed as well as made. They are open round the clock, for work and play” • Simon Evans, Creative Clusters, 2008

  25. KEA RECOMMENDATIONS TO LOCAL AND REGIONAL POLICY MAKERS • Acknowledge the interdisciplinary nature of developing local cultural and creative ecosystems (links to social policy, economic policy, research and innovation, small business, urban planning, education…) • Use bottom-up planning processes, involving creative businesses, citizens, cultural and education institutions, development agencies, etc. • Use an assessment of existing strengths and weaknesses of a region or city as the starting point for strategy planning • Avoid cultural or creative “elitism” – involve all societal stakeholders and communities

  26. ECCE INNOVATION • Transnational cooperation Project with eight European major cities • Focus on the development and contribution of creative industries to other industries • Launch of a Network of “Transfer Agents” to facilitate and develop link between the two sides • Development ECCE Innovation Award for best cooperation project • Towards better use of public markets for creative businesses • Launch of creativity voucher for R&D

  27. CASES OF GOOD PRACTICE • Aalto University (Finland) • (http://www.aaltoyliopisto.info/en/en/) • CReATE • (http://www.lets-create.eu) • Creative Clusters in Low Density Areas • (http://urbact.eu/fileadmin/damwithcat/crea_clusters/%D3BIDOS%20CHARTER_1%20_2_.pdf) • EICI - the European Interest Group for Creativity and Innovation • (http://www.creativity-innovation.eu)

  28. Thank You PDF files of KEA studies and newsletters available at www.keanet.eu KEA European Affairs 51, rue du Trône 1050 Brussels + 32 2289 2600 evaisberg@keanet.eu

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